Alan Red

Italian t-shirt manufacturer Maglificio Magir needed a weapon in the fight against cheap imports from the Far East. That turned out to be its own premium brand, Alan Red. Wellcreative developed the brand identity and remains responsible for all forms of communication. Alan Red is now available at more than 2500 quality outlets in Europe.

Case:
Italian clothing manufacturer Maglificio Magir began to notice in the mid-1990s that more and more of its customers were shifting production to the Far East. Until then, it had produced t-shirts, polo shirts, sweatshirts and other garments for a number of leading fashion and jeans brands. In response, the Rossi family, owner of Maglificio Magir, decided to launch its own brand under the name Alan Red. The Netherlands was chosen as the test market. After two years of disappointing results, a partnership was begun with Wellcreative. Wellcreative developed a clear positioning for the brand, with an initial focus upon simple white t-shirts. An attractive twin-pack was developed, supported with convenient counter-top display units and a convincing launch campaign for retailers and consumers. A clear brand context was defined and then used to approach potential retail outlets, mainly at the upper end of the men's fashion segment. And a key-account presentation was developed specially for a major department store and other benchmark clients.

As distribution increased and the collection grew, so the need arose for a shop concept. That, too, was developed by Wellcreative. Soon after that came the launch in the German market, using the same 'recipe'. The original line of white t-shirts has now evolved into a complete collection of tops for both men and women. Alan Red is available at 2500 outlets in six countries.